As environmental issues receive global attention, sustainable development has gradually
become a crucial element of business strategies. A considerable number of enterprises …

Why do consumers make different decisions even when socioeconomic conditions are
similar? The present article examines the effects of human values—as formulations of …

Consumers strongly prefer brands that resonate with their own self-concepts, life tasks,
themes, and concerns; in response, brands increasingly seek to connect with multiple …

Influencer marketing acquires customers who follow their favorite celebrities, who have
shared beliefs and opinions. This research explores the self-motives and influencer-related …

The concept of values is central to psychology. Values are abstract concepts representing
desirable end states or attributes that transcend specific actions and situations. Typically …

Digital presence is increasing on social platforms, and increasing numbers of companies
have begun to invite virtual influencers to endorse their products. However, the question of …

Purpose This research extends self-congruity theory and assesses the predictive validity of
the triad personality congruence among brand, brand-related sustainability initiatives (BSI) …

Customer satisfaction is one of the antecedent variables of customer loyalty, and customer
satisfaction can positively affect customer loyalty. However, past research on consumer …

As a model of the combination of nostalgia and creative products, ethnic cultural heritage
carry the function of shaping and spreading geo-culture. Its unique geo-cultural context, as a …

Being the customer's friend is considered an advantageous position for a brand. To achieve
this position, brand likeability, that is, the degree of perceived appeal a customer has for a …